A study on the effect of internet marketing toward brand attitude and buying intention for Sukimi Lube / Mohd Syukri Mat Daud

Mat Daud, Mohd Syukri (2011) A study on the effect of internet marketing toward brand attitude and buying intention for Sukimi Lube / Mohd Syukri Mat Daud. [Student Project] (Unpublished)

Abstract

The aim of this study was to examine the component of internet marketing that influence brand
attitude and buying intention for SUKIMI LUBE SDN BHD. In this study, researcher has chosen
advertising, communication, and promotion as independent variable, for the dependent variable
researcher has chose brand attitude and buying intention. This study also was conducted what
are the most preferred factor that influence brand attitude and buying intention for SUKIMI
LUBE SDN BHD. Moreover questionnaire had been use in order to get feedback from customer.
Researcher had distribute 50 questionnaire to SUKIMI LUBE customer at area Kelantan,
Selangor and Kuala Lumpur. The data collected was then tested on its Frequency and
Pearson’s r’ test of correlation and then further analyzed using Reliability analysis and
regression analysis was used to test hypothesis of the study. The finding of this paper suggest
that not all the factor are significant factor for explaining brand attitude and buying intention in
SUKIMI LUBE. Only communication and advertising has been selected as the significant factor
for explaining brand attitude and buying intention in SUKIMI LUBE. Base on the results obtain
in this study, researcher suggest some recommendation that can help SUKIMI LUBE in the
future.

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Mat Daud, Mohd Syukri
2009872196
Contributors:
Contribution
Name
Email / ID Num.
Thesis advisor
Ab Rahman, Sapiai
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Telemarketing. Internet marketing
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HJ Public Finance > Income and expenditure. Budget
H Social Sciences > HJ Public Finance > Expenditures, Public
Divisions: Universiti Teknologi MARA, Kelantan > Kota Bharu Campus > Faculty of Business and Management
Programme: Bachelor in Business Administration (Hons)Marketing
Keywords: internet marketing,brand attitude and buying intention,
Date: January 2011
URI: https://ir.uitm.edu.my/id/eprint/41253
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